Capstone Project
Reading Between the Paws: How Animal Campaigns Use Nonverbal Communication to Inspire Empathy
Project Overview
Purpose of the Project
This project examines how animal advocacy campaigns use nonverbal communication such as eye contact, posture, and emotional imagery to inspire empathy. The goal is to understand how visual messages can influence public perception without relying on spoken or written language.
Why Nonverbal Communication Matters
Animal-focused campaigns often depend on imagery to create emotional connection. By analyzing facial expressions, body language, and visual framing, this project highlights how nonverbal cues shape audience reactions and strengthen the persuasive power of animal-centered messaging.
What This Project Demonstrates
By studying real advocacy materials, this project shows how nonverbal storytelling can shift attitudes, promote compassion, and encourage action. It emphasizes the unique ability of visuals to communicate urgency, vulnerability, and connection across diverse groups of people.
Methods and Rhetorical Approach
This project was completed using a structured method of rhetorical and visual analysis. A sample of online adoption posts from organizations such as the ASPCA, Petfinder, and local shelters was selected. Each post was analyzed for elements like facial expression, posture, tone, color, and caption style. The analysis also recorded how each post used ethos, pathos, and logos. Ethos was evaluated by looking at organizational credibility and the trust communicated to audiences. Pathos was identified through emotional imagery and language choices. Logos appeared in posts that included clear information about the animal or the adoption process. These observations were then interpreted through Aristotle’s rhetorical appeals and the Elaboration Likelihood Model to understand how audiences process persuasive visual messages.